BoFu Content Strategy: How to Turn Prospects Into Customers

Want to cognize the concealed to higher conversion rates?

It's mastering your bottom-of-funnel (BoFu) contented strategy.

Here's proof: SurveyMonkey generates $200 cardinal successful yearly revenue from their BoFu pages alone.

The champion part? You tin transcript their approach.

In this guide, you'll larn precisely however to make BoFu contented that converts, including:

• Real examples from palmy companies
• Step-by-step processes you tin follow
• Common mistakes to debar (and however to hole them)
• Tools to measurement your success

Let’s dive in.

What Makes BoFu Content Different?

Most contented marketers absorption connected getting much traffic.

Big mistake.

Instead, you request contented that converts the postulation you already have. That's wherever BoFu contented comes in.

Think of it this way:

Your marketing funnel has 3 main stages:

1. Top (ToFu): Educational contented that builds consciousness ("What is task management?")
2. Middle (MoFu): Solution-focused contented that shows options ("Best task absorption approaches")
3. Bottom (BoFu): Decision contented that drives purchases ("Monday.com vs. Asana comparison")

Here’s an illustration of a SaaS funnel (because each manufacture looks a small different):

BoFu contented is antithetic due to the fact that it's designed for radical who are acceptable to buy.

These visitors:

• Know precisely what occupation they request to solve
• Have researched antithetic solutions
• Are actively comparing options
• Just request that last propulsion to purchase

The cardinal difference? While different contented educates and informs, BoFu contented closes deals. It's your past accidental to amusement prospects wherefore they should take you implicit the competition.

Signals Strong Purchase Intent

Here's thing astir radical don't realize: BoFu visitors usage wholly antithetic hunt presumption than different prospects.

Let maine amusement you:

Someone searching "what is simply a survey?" is astatine the apical of the funnel. They're conscionable learning.

But cheque this out:

Someone searching "SurveyMonkey vs. Typeform pricing" is acceptable to marque a buying decision.

See the difference?

BoFu searches often see presumption like:

• "Compare"
• "Pricing"
• "Reviews"
• "Vs"
• "Buy"
• “Alternative”

Contains Direct Calls to Actions

Here's different cardinal difference: BoFu contented ever shows visitors precisely what to bash next.

Instead of vague "Learn More" buttons, you'll spot circumstantial actions like:

• "Start your escaped trial"
• "Book a demo"
• "View pricing plans"

Check retired how MailerLite does this connected their examination page:

Notice however it leads with a wide "Sign up free" CTA? That's nary accident.

Breaks Down Competitive Differences

BoFu contented isn't astir high-level overviews.

Instead, you request to get circumstantial about:

• Features and capabilities
• Use cases and implementations
• Pricing and packages
• Technical requirements

Here's a cleanable illustration from MailerLite:

See however it breaks down precisely what you get with each plan? That's what BoFu visitors request to marque a decision.

Connects Problems to Solutions

Here's what separates good BoFu contented from great BoFu content:

The quality to lucifer circumstantial problems with nonstop solutions.

Let maine amusement you what I mean:

Bad BoFu contented says: "Our task absorption instrumentality helps teams enactment better."

Great BoFu contented says: "Our automated workflow templates prevention task managers 5 hours per week connected task management."

See the difference?

Check retired how Sastrify does this:

It doesn’t conscionable say, "We assistance with procurement." Instead, it shows precisely however overmuch clip teams save: 653 hours per twelvemonth connected bundle purchasing.

How to Create BoFu Content That Converts

Ready to make BoFu contented that really drives sales?

Perfect.

I’ll amusement you precisely however to bash it, measurement by step.

Step #1: Map Your Customer's Decision Points

Some companies make BoFu contented astir what they privation to say.

This isn't a bully idea.

Instead, you indispensable code what your customers request to cognize earlier buying.

Here's however to find those determination points:

1. Talk to your income team. They perceive lawsuit questions each day. Ask them:

• What objections travel up astir often?
• Which features bash prospects attraction astir most?
• What rival comparisons bash they request?

2. Mine your lawsuit enactment data. Your enactment tickets are golden mines of information. Look for:

• Pre-purchase questions
• Feature requests
• Common disorder points

3. Study reappraisal sites. Check G2, Capterra, oregon industry-specific reappraisal sites to find:

• Why customers chose your competitors
• What features substance most
• Common complaints and praises

Now, crook these insights into action:

First, make a determination matrix. Map each income objection to a circumstantial merchandise diagnostic and a supporting benefit. 

For example: "Reports instrumentality excessively long" → "Automated dashboard builder" → "Cuts reporting clip by 83%". 

This becomes your contented blueprint.

Next, physique your contented frameworks. 

Create templates for examination pages, objection-handling guides, and diagnostic showcases. Focus connected benefits implicit specs, and marque definite each portion addresses circumstantial lawsuit concerns.

Finally, program your contented journey. 

Map antithetic contented types to each buying signifier (like examination charts for research, lawsuit studies for validation, demos for decisions), past make wide paths betwixt pieces.

Here's what your determination matrix mightiness look similar for a B2B SaaS product:

Use this template to representation your lawsuit determination points to circumstantial features, impervious points, and contented types. 

The cardinal is ensuring each large lawsuit interest has corresponding contented backed by factual evidence.

Step #2: Set Up Your Content Distribution Plan

Creating large BoFu contented is lone fractional the battle.

You besides request to get that contented successful beforehand of prospects astatine the close clip and successful the close places.

Here are respective ideas.

Use Multiple Contact Points

How often person you made a acquisition the archetypal clip you onshore connected a brand's website? The likelihood are slim to none.

Once idiosyncratic finds your brand, you request to support them engaged.

Here's how:

• Turn blog readers into email subscribers
• Convert video viewers into webinar attendees
• Move landing leafage visitors to merchandise demos

The key? Multiple touchpoints with accordant messaging crossed each channel.

Think astir it similar this: A imaginable mightiness commencement with your examination blog post, past articulation your email list, ticker a demo video, and yet publication a telephone with sales.

Sales instrumentality Apollo.io nails this.

It uses a operation of escaped grooming videos, webinars, and blog posts to stock engaging BoFu contented for salespeople.

All of the contented leads to either a escaped relationship oregon signing up for the email database to deepen the relationship.

Gate Strategic Content

Use gated contented to place superior buyers. 

How? By offering invaluable resources that prospects volition happily commercialized their interaction info for.

Someone downloading your elaborate pricing examination oregon ROI calculator is astir apt person to buying than idiosyncratic conscionable browsing your blog.

Content worthy gating includes implementation guides, whitepapers, and ebooks.

Check retired Apollo.io's approach:

It partnered with apical salesperson Samantha McKenna to make a 37-minute video people connected acold emails. Halfway through, viewers request to participate their email to proceed watching.

This attack is superb for 2 reasons:

1. It proves the spectator is engaged (They've watched fractional the training.)
2. It captures leads astatine their highest involvement successful income techniques

Perfect BoFu timing.

Turn Content Into Sales Enablement

Did you cognize your BoFu contented tin treble arsenic income collateral?

For example:

• Turn examination blog posts into conflict cards
• Convert lawsuit studies into presumption slides
• Transform diagnostic guides into demo scripts

Step #3: Choose the Right BoFu Format

Different buying decisions request antithetic contented types.

Here's what works champion for each situation:

Here's however antithetic companies nail their BoFu formats:

Enterprise Example: Salesforce

• Custom ROI calculator
• Industry-specific lawsuit studies
• Security whitepapers
• Implementation roadmaps

Mid-Market Example: Monday.com

• Interactive merchandise tours
• Feature examination tables
• Customer occurrence stories
• Integration guides

SMB Example: Canva

• Quick diagnostic demos
• Simple pricing tables
• User testimonials
• Templates gallery

Step #4: Build Your Proof Foundation

Here's a harsh truth:

Your prospects don't spot your selling claims.

(And wherefore should they?)

That's wherefore you request rock-solid proof. Here's precisely however to physique it.

Customer Results

Don't conscionable accidental "Our customers emotion us."

Instead, amusement circumstantial results like:

• "27% summation successful squad productivity"
• "Cut reporting clip from 5 hours to 30 minutes"
• "$50,000 saved successful the archetypal quarter"

Check retired how Gong does this:

Notice however it leads with circumstantial numbers? That's what convinces buyers.

Slack besides does an fantabulous occupation of backing claims with stats:

Industry Validation

Third-party validation carries much value than thing you accidental astir yourself.

For instance, erstwhile Gartner names you a "Leader" successful their Magic Quadrant, that means much than a 100 self-written blog posts.

Here's what to highlight:

• Analyst recognition: "Named a Leader successful Gartner's Magic Quadrant 3 years running"
• Industry awards: "G2's Best Software Award 2023"
• Independent reviews: "4.8/5 stars from 1,000+ verified customers connected Capterra"
• Market position: "Ranked #1 successful email selling by TrustRadius"

Look how Sundt leverages this:

It showcases its manufacture awards prominently connected its site, proving it's a person successful construction. This builds instant credibility with imaginable clients.

Technical Verification

For B2B buyers, particularly successful endeavor deals, method impervious is non-negotiable.

Here's what they request to see:

• Security certifications: "SOC 2 Type II and ISO 27001 certified"
• Reliability stats: "99.99% uptime implicit the past 12 months"
• Performance data: "50% faster load times than manufacture average"
• Integration proof: "Works with 200+ tools, including Salesforce, Slack, and Microsoft 365"

Check retired however Docubee does this:

It displays its information badges prominently connected the homepage, knowing these details often marque oregon interruption endeavor deals.

Step #5: Create Killer Comparison Content 

Let's look it: Your prospects are comparing you to competitors anyway.

So wherefore not power the narrative?

Here's however to make examination contented that converts:

First, pb with cardinal differentiators. Don't conscionable make diagnostic checklists. Instead, item what makes you unique.

Then, usage wide ocular formats. For example:

• Comparison tables
• Feature matrices
• Side-by-side screenshots
• Pricing breakdowns

Here’s a large illustration of ClickUp’s examination chart:

And ever beryllium honorable astir rival strengths. Acknowledge wherever competitors excel—then amusement wherefore you're inactive the amended prime overall.

Here’s 1 mode the Semrush team does this:

It admits erstwhile competitors outperform it, which makes its insights much credible.

Here's thing astir radical get incorrect astir testimonials:

Generic praise doesn't convert.

Instead, you request strategical societal impervious that addresses circumstantial purchaser concerns.

Here's however to bash it right.

Match Testimonials to Objections

Have prospects disquieted astir implementation? Show this:

"We were up and moving successful little than 2 days, and their enactment squad was determination each measurement of the way."

— Sarah Chen, CTO astatine TechStart

Concerned astir ROI? Use this:

"We saw a 156% instrumentality connected concern wrong the archetypal quarter."

— Mark Thompson, CFO astatine ScaleUp

Place Proof Points Strategically

Don't dump each testimonials successful 1 section.

Instead:

• Put method testimonials adjacent to diagnostic descriptions
• Add ROI quotes adjacent pricing sections
• Show implementation stories successful your setup guides

Step #7: Create Multiple Conversion Paths

Most BoFu contented ends with a azygous "Contact Sales" oregon “Try Our Demo” button.

Here's the problem:

Different prospects request antithetic adjacent steps.

Instead, make aggregate conversion opportunities:

For Technical Evaluators:

• "See however it works" (feature demo)
• "Download API docs" (technical documentation)
• "Start escaped trial" (hands-on testing)

For Business Decision Makers:

• "Calculate ROI" (value calculator)
• "View pricing" (packages comparison)
• "Book demo" (sales consultation)

For Quick Starts:

• "Try it free" (instant access)
• "Watch speedy tour" (2-minute demo)
• "See examples" (use cases)

Look how HubSpot provides aggregate paths:

It allows visitors to determine whether they privation to larn much oregon get started close away.

Step #8: Optimize for Search Intent

Here's thing astir marketers miss:

BoFu keywords are wholly antithetic from top- and middle-of-the-funnel keywords.

Let maine amusement you why.

Finding Keywords That Convert

Here's the concealed to uncovering BoFu keywords: Look for searches that amusement someone's acceptable to buy.

These searches typically autumn into 2 categories:

1. Comparison Searches

When radical comparison options, they're adjacent to deciding. Look for:

• "[Your product] vs [competitor]" — Like "Mailchimp vs Constant Contact"
• "[Your product] alternatives" — Like "Asana alternatives"
• "Best [product] for [use case]" — Like "best CRM for tiny business"

2. Purchase-Ready Searches

These searches amusement someone's got their wallet out:

• "[Product] pricing" — They're checking costs
• "Buy [product]" — They're acceptable to purchase
• "[Product] plans" — They're comparing options

Want to find these keywords easily?

Open Semrush's Keyword Magic Tool and travel these steps:

1. Type successful your main merchandise word (like "email marketing")
2. Click "Advanced Filters"
3. Select "Commercial" nether "Intent"

This shows you keywords from radical acceptable to buy.

Here’s however the tool’s commercialized intent filter looks:

Then, commercialized intent keywords volition look based connected your archetypal hunt term:

Optimizing for BoFu Intent

Now comes the amusive part: creating contented that matches precisely what BoFu searchers privation to see.

Here's however to nail it:

1. Create Detailed Comparison Content

When idiosyncratic searches for "[Product A] vs. [Product B]," they're successful last determination mode.

These examination searches are aureate opportunities. Why? Because these radical are usually hours (or days) distant from making a purchasing decision.

Here's precisely what your examination contented needs:

• Side-by-side diagnostic analysis: Show precisely however features stack up, with existent screenshots. For example: "Mailchimp's automation builder vs. Constant Contact's workflow editor"
• Real pricing scenarios: Break down costs for antithetic concern sizes. Like "Here's what each instrumentality costs for a 10,000-subscriber email list"
• Specific usage cases: Show which instrumentality works champion for antithetic situations. For instance: "Mailchimp is amended for ecommerce, portion Constant Contact shines for nonprofits"
• Switching guides: Include migration tips and tools for radical acceptable to switch
• Support comparison: Compare effect times, enactment channels, and lawsuit restitution scores

2. Build Comprehensive Pricing Pages

Here's thing astir radical miss astir pricing pages: They're not conscionable astir listing prices. They're astir justifying value.

So, see these elements:

• Clear pricing tables: Show each costs upfront. No hidden fees oregon "contact us" mysteries.
• Package comparisons: Highlight which features substance astir for antithetic concern sizes
• ROI examples: Show existent numbers. Like "Companies typically prevention $2,000/month with our endeavor plan."
• Hidden outgo alerts: Be upfront astir further costs similar setup fees oregon usage limits
• Competitor context: Show wherefore your pricing makes consciousness successful the market

Look however HubSpot structures its pricing page:

It breaks down precisely what you get astatine each tier, with wide CTAs for antithetic purchaser types.

3. Make Your Content Backlink-Worthy

Backlinks are similar votes of confidence. Search engines usage these votes (and assorted different factors) to determine which contented to amusement archetypal successful hunt results.

But here's the challenge:

Most sites won't nexus to promotional content. That's wherefore you request to marque your BoFu pages link-worthy.

Here's precisely however to bash it:

• Include archetypal research. Run surveys, analyse data, oregon behaviour experiments. For example, "We analyzed 500 SaaS pricing pages and recovered that 67% connection monthly plans."
• Create elaborate examination tables. Build broad resources that comparison aggregate solutions. These go go-to notation points that different sites privation to nexus to.
• Add downloadable resources. Create templates, worksheets, oregon calculators that lick circumstantial problems. These applicable tools people pull links.
• Feature adept quotes. Include insights from manufacture leaders. This adds credibility and encourages experts to stock and nexus to your content.

Check retired our usher on gathering backlinks for much strategies.

4. Nail Technical SEO

Technical SEO ensures hunt engines tin find, understand, and fertile your BoFu contented properly.

Here's what you request to optimize:

• Mobile-friendly design: Your pages indispensable enactment perfectly connected phones and tablets. Google chiefly uses mobile versions for ranking.
• Fast loading speed: Aim for nether 3 seconds. Slow pages termination conversions and wounded rankings.
• Simple website addresses: Make your leafage URLs (the substance successful your browser's code bar) casual to read. For example, usage "yourwebsite.com/pricing" alternatively of "yourwebsite.com/p?id=12345." This helps some radical and hunt engines recognize what the leafage is about.
• Website labels: Add peculiar labels (called "schema markup") that archer Google what each leafage is about—like "This is simply a pricing page" oregon "This is simply a merchandise comparison." Most website builders tin adhd these automatically.
• Easy-to-navigate website: Organize your important pages logically. Put links to pricing, features, and examination pages successful evident places similar your main menu. Don't hide these pages heavy successful your website wherever visitors person to click aggregate times to find them. Think of it similar a well-organized store—you privation your champion products beforehand and center, not hidden successful the back.

Not definite wherever your pages stand? Run a free Site Audit to find issues to fix.

Step #9: Track What Actually Works

BoFu contented has 1 superior goal: driving conversions.

Without wide metrics, you won't cognize if your contented is really working. Let's look astatine the cardinal metrics you should track:

The cardinal is connecting contented engagement to existent income outcomes.

How to Track Your BoFu Content Performance

BoFu contented has 1 superior goal: driving conversions.

Without wide metrics, you won't cognize if your contented is really working. Let's look astatine the cardinal metrics you should way and how.

Step 1: Set Up Basic Conversion Tracking

First, you request to way nonstop conversions from your BoFu content. This tells you precisely however galore visitors instrumentality enactment aft speechmaking your content.

What to track:

• Form submissions (like demo requests)
• Free proceedings signups
• Direct purchases
• PDF downloads

Why it matters: These numbers amusement you which BoFu contented really drives revenue. For example, you mightiness find your pricing examination leafage drives 3x much proceedings signups than your features page.

Here's however to acceptable this up:

1. Open Google Analytics
2. Go to Admin → Goals → Create New Goal
3. Select "Custom" extremity type
4. Name it (like "Demo Requests")
5. Add the convey you leafage URL arsenic the destination

Step 2: Monitor Content Engagement

Next, you request to recognize however radical interact with your BoFu contented earlier they convert.

What to track:

• Time spent connected pages
• Scroll extent (how acold radical read)
• CTA click rates
• Return sojourn frequency

Why it matters: These signals assistance foretell aboriginal conversions. High engagement usually means much income later.

Here's however to acceptable it up:

1. Log into Semrush
2. Create a caller task for your website
3. Go to Position Tracking
4. Add your BoFu keywords
5. Set up play email alerts

Step 3: Watch User Behavior

Now you request to spot precisely however radical interact with your BoFu pages.

What to track:

• Mouse movements
• Click patterns
• Scroll behavior
• Form interactions

Why it matters: This shows you wherever radical get stuck oregon confused. For example, radical mightiness wantonness your pricing leafage close earlier the CTA.

Here's however to bash it:

1. Install Hotjar connected your BoFu pages
2. Create heatmaps for pricing pages
3. Set up scroll tracking
4. Record idiosyncratic sessions

Step 4: Connect to Sales Data

Finally, nexus your contented to existent revenue.

What to track:

• Content power connected deals
• Days to purchase
• Average woody size
• Content-attributed revenue

Why it matters: This shows which BoFu contented really makes money. You mightiness find your lawsuit studies thrust bigger deals than your examination pages.

Here's the setup:

1. Add UTM parameters to BoFu content
2. Tag leads by contented root successful your CRM
3. Create a "Content Influence" field
4. Track days from contented presumption to close

Start Creating BoFu Content That Converts

Creating high-converting BoFu contented isn't rocket science.

Start with conscionable 1 piece—maybe a examination leafage for your astir fashionable merchandise oregon a elaborate lawsuit survey of your champion lawsuit story. Make it astonishing by focusing connected circumstantial results and addressing existent purchaser concerns.

Track everything, larn what works, and usage those insights to amended your adjacent piece. Before you cognize it, you'll person a implicit BoFu contented strategy driving existent results.

Need assistance tracking your contented performance? Try Semrush's Position Tracking instrumentality escaped for 14 days: